SOSO LIFE

The Korean low-calorie food brand SOSO Life used automatic placements to test the impact of ads in Instagram feed and Instagram Stories on incremental sales, resulting in a 20% increase in sales conversions.

THE STORY
A new way of life

The Korean brand SOSO Life, which is part of Blank Corporation, focuses on healthcare and food products. With ecommerce as its main sales channel, the brand launched a new noodle product into the market to reach a health-conscious audience.

20%

increase in sales compared to previous campaign

80%

of total conversions came from Instagram ads

2.5X

incremental return on ad spend

18%

lower cost per acquisition compared to previous campaign

With Blank Corporation being a mobile-native company, Facebook has been one of our major sales channels. We wanted to leverage Instagram’s ability to impact sales and ran a series of lift studies and included automatic placements on Instagram. Ultimately, this campaign helped us understand the value of automatic placements as well as the value of Instagram.
CHOI JINYOUNG, MARKETING UNIT LEAD, BLANK CORPORATION
THE GOAL
A healthy product launch

To launch SOSO Life’s new noodle bowls, the brand aimed to reach a larger audience and test the efficacy of Instagram feed and Instagram Stories ad placements for sales conversions.

Something Went Wrong
We're having trouble playing this video.
THE SOLUTION
Sharing lifestyle videos on Instagram

SOSO Life wanted to try Instagram as an advertising platform for the first time. The health brand created two video ads: the first was a tutorial that showcased how simple it is to make the noodles, while the second included cozy images of a woman enjoying the product at home.

To promote and increase the sales of SOSO Life’s line of low-calorie food offerings, the brand turned to video ads in Instagram feed and Instagram Stories that would equally appeal to a wide array of men and women aged 18–65 interested in healthy living.

Using the Facebook pixel, SOSO Life was able to optimize its ads for conversions on Facebook and also adapt its ad targeting for Instagram. The campaign ran for about 2 weeks in August 2018, and achieved the following, making the product launch a success:

  • 20% increase in sales

  • 80% of total conversions came from Instagram ads

  • 2.5X incremental return on ad spend

  • 18% lower cost per acquisition compared to previous campaign

To continually reinvent our products and improve our marketing, we look to launch new brands that are convenient and fill a consumer need. We’re extremely pleased with the success we’ve seen with the advertising solutions available on Instagram and are looking to optimize our plans for future campaigns in markets across Asia-Pacific.
NAM DAEKWANG, CEO, BLANK CORPORATION